Dentsu Aegis launches experiential marketing agency

Dentsu Aegis Network announced the launch of experiential marketing agency'psLive' in Asia Pacific. During this year, psLive will be rolled out in all key Asia Pacific markets.  Ashish Bhasin, Chairman  & CEO, Dentsu Aegis Network South Asia will take on the additional role of Chairman APAC, Posterscope and psLive - Asia Pacific. psLive will announce country-wise and market-wise roll out plans shortly, beginning with India, where the psLive launch will be announced soon.
 
Commenting on the launch, Nick Waters, CEO, Dentsu Aegis Network Asia Pacific said, "psLive will play an important role in Asia Pacific, particularly in key markets like ANZ, South East Asia and India. We see this as a fast growth area for our business in the years to come.”
 
Detailing the plans for psLive in APAC, Ashish Bhasin, Chairman Posterscope and psLive Asia Pacific said, "We will begin with rebranding our existing,  vibrant experiential business in markets like India, Malaysia and Indonesia in the near future, to psLive. In Asia Pacific the below-the-line part of marketing communications spend for key clients is growing at twice the rate of above-the-line spends. psLive gives us a unique opportunity to offer diverse, professional experiential marketing solutions to our clients in APAC. Country specific, customized services will be offered spanning across activation, events, rural marketing, PR, partnerships and other areas, depending upon the needs of each market.”
 
Annie Rickard, Chairperson psLive Worldwide commented,  "The experiential market is growing rapidly.  Social media and smartphones have transformed experiential, giving it scale and measurability. Our network operating model means that we will be able to bring media insight into brand experience, which will ensure we deliver relevant innovation to our clients.”